AMD Radeon General Manager Scott Herkelman revealed on Twitter that the Radeon RX 6800 series reference designs will be in production until early 2021. After that, fresh supply hitting the market will exclusively be custom-design cards from AMD's add-in board (AIB) partners. This is normal procedure for AMD.
The reference cards launched yesterday and the custom-design models are expected to follow on November 25th. Overall the Radeon RX 6800 series is an exciting launch for AMD, but just like the NVIDIA GeForce RTX 30 series the availability of the cards is a big problem. Supply isn't enough to meet demand and that's a situation that isn't expected to get resolved soon. NVIDIA indicates yesterday that it could take several months until supply catches up with demand for its RTX 30 series.